Let more big and beautiful, small and special agricultural brands "go global"

Agricultural brand is an important symbol of agricultural and rural modernization, and a key measure to
enhance agricultural competitiveness and achieve high-quality agricultural development.
In recent years, driven by the strategy of brand strengthening agriculture, China's agricultural brand construction has accelerated development, good brands in the agricultural field have emerged one after another, regional public brands, enterprise brands and product brands have developed in a coordinated manner, and a pattern of "one county, one industry, one township and one specialty, and one village and one product" has been formed
.
Recently, the Ministry of Agriculture and Rural Affairs announced the list of 2022 agricultural brand boutique cultivation plan, and a total of 75 agricultural brands in grain, fruits, vegetables, tea, livestock and poultry, aquatic products, and 7 other categories were selected
.
However, while the rapid development of agricultural brands, we must also see that the competitiveness, influence and driving force of China's agricultural brands still need to be improved, and how to make more large and beautiful, small and special agricultural brands "go global" is worth thinking about
in the industry.

Branding has become an inevitable trend in agricultural development

Agricultural branding has become an inevitable trend
in the process of agricultural marketization and industrialization.
Relevant data show that at present, China has more than 3,000 regional public brands of agricultural products cultivated at the provincial level, and the average premium of branded agricultural products in poverty alleviation areas exceeds 20%.

Ma Youxiang, vice minister of the Ministry of Agriculture and Rural Affairs, pointed out that promoting agricultural brand building is an important way to
lead the high-quality development of agriculture, promote farmers' income, and enhance China's agricultural competitiveness.
It is necessary to focus on promoting brand building from four aspects: first, adhere to serving the overall situation and enhance the competitiveness of industrial quality and efficiency; The second is to adhere to integrity and innovation, and improve the brand cultivation mechanism; The third is to adhere to market orientation and promote the consumption of brand products; The fourth is to adhere to open cooperation and build a world-renowned brand
.

Sun Qixin, president of China Agricultural University, pointed out that deepening the construction of agricultural brands is an inevitable requirement for
promoting high-quality agricultural development.
To promote brand building, we must pay attention to brand quality construction, give full play to the role of market players, enhance brand innovation, build a good policy environment, and attach importance to the excavation and utilization
of brand culture.
Tang Ke, Director of the Department of Market and Information Technology of the Ministry of Agriculture and Rural Affairs, stressed that China's agricultural brand building is an important engine for accelerating agricultural and rural modernization, an important starting point for consolidating and expanding the achievements of poverty alleviation and effectively connecting rural revitalization, an important measure to promote farmers' income and rural consumption, and an important way to
cultivate new advantages in trade cooperation.

All localities have accelerated the cultivation of agricultural brand products

In recent years, China has attached great importance to agricultural brand building, and relevant policies have been introduced
one after another.
The "Guiding Opinions on Promoting Brand Building in the New Era" issued by the National Development and Reform Commission and other departments proposed to build and enhance agricultural brands
.
The "Agricultural Brand Cultivation Plan (2022-2025)" issued by the Ministry of Agriculture and Rural Affairs requires that all localities take agricultural brand building as an important starting point
for promoting agricultural supply-side structural reform.
By 2025, focus on grain and oil, fruits and vegetables, tea, animal husbandry, aquatic products and other categories, strengthen a number of regional public brands of agricultural products with excellent quality, distinctive characteristics, strong driving force, and high consumer loyalty of popularity and reputation, cultivate and promote a number of enterprise brands and high-quality characteristic agricultural product brands with excellent products, good reputation, obvious industrial driving role, and core competitiveness, and constantly meet the people's growing needs for
a better life.

In recent years, various localities have continuously accelerated the cultivation of agricultural brand products
.
In the list of 2022 agricultural brand boutique cultivation plans recently announced by the Ministry of Agriculture and Rural Affairs, 4 agricultural brands of Hebei Province's Wanquan fresh corn, Jize pepper, Pingquan shiitake mushroom and Qianxi chestnut were selected, and 3 agricultural brands of Chongqing Fengjie Navel Orange, Rongchang Pig and Fuling Squeezed Vegetable were selected
.

The relevant person in charge of the Department of Agriculture and Rural Affairs of Hebei Province introduced that based on the abundant resources of characteristic agricultural products, Hebei Province regards brand agriculture as an important starting point for promoting the high-quality development of agriculture, and will accelerate the cultivation of a number of agricultural "Hebei brands"
with great influence, strong competitiveness and obvious driving force.
Wanquan District of Zhangjiakou City is one of the five largest fresh corn processing bases in the
country.
In 2022, the fresh corn planting base in the region will reach 180,000 mu, with an estimated output of 270,000 tons, 630 million ears, and sales revenue of more than 1.
05 billion yuan
.
Jize County, Handan City, is the largest pepper planting, processing and product sales distribution center in the north, with an annual output value of 4.
15 billion yuan, and Jize pepper is a national agricultural products geographical indication product
.
Pingquan City, Chengde is the largest shiitake mushroom production base and product distribution center in North China, Pingquan shiitake mushroom has a firm texture and fragrant taste, and its products are exported to 16 countries and more than 60 large and medium-sized cities in China, with an output value of 8 billion yuan
.
Chestnut planting in Qianxi County, Tangshan City, spread over 17 townships, with a cultivation area of 750,000 mu and 50 million plants, a perennial output of 80,000 tons, and the comprehensive output value of the chestnut industry exceeded 2.
4 billion yuan
.

"The three agricultural brands selected by Chongqing all have the characteristics
of large scale, outstanding brand benefits and strong driving ability.
" According to the relevant person in charge of the Chongqing Municipal Agricultural and Rural Committee, among them, Fengjie navel orange is one of the leading industries in Chongqing's advantageous poverty alleviation, with a brand value of 18.
28 billion yuan, ranking first
in the navel orange category in the country.
At present, there are more than 2,000 fruit farmers in Fengjie County with an annual income of 100,000 yuan for navel orange cultivation
.
This year, the annual output of Fengjie navel orange is expected to reach 400,000 tons, with a comprehensive output value of more than 3.
8 billion yuan
.
Rongchang pig is one of the three excellent pig breeds in China, with excellent characteristics such as good meat quality and roughage tolerance
.
Rongchang keeps 42,000 Rongchang sows all year round, which is one of
the excellent local pig breeds with the most extensive promotion area in China.
Last year, the brand value of Rongchang pig reached 3.
681 billion yuan, and the scale of the animal husbandry industry cluster dominated by pigs reached 20 billion yuan
.
In 2022, the harvesting area of green cabbage in Fuling District will reach 729,500 mu, with a total output of 1.
626 million tons, the total output value of the vegetable extraction industry will reach more than 13 billion yuan, and the brand value of "Fuling Squeezed Vegetables" will reach 14.
732 billion yuan, of which more than 100 products are exported to markets across the country and exported to more than 50 countries and regions
.

Broaden the development of agricultural brands from three aspects

In recent years, agricultural and rural departments at all levels have accelerated the implementation of the brand strategy of strengthening agriculture, brand awareness has been significantly enhanced, the number of brands has grown rapidly, and brand benefits have been significantly improved
.
However, at the same time, it should also be noted that the problem of many agricultural brands in China is not refined and large but not strong, and the brand competitiveness, influence and driving force still need to be improved
.

Industry experts said that the development of
China's agricultural brand can be broadened from three aspects.
The first is to take quality as the core and improve the standardized production of
agricultural brands.
The core of agricultural brands is quality, promote the overall improvement of the quality of agricultural products, accelerate the cultivation of local characteristic agricultural brands, and promote the development of
regional advantageous agricultural industries.
The second is to take regional brands as the main body and establish a brand linkage mechanism
.
Give full play to the role of regional brands as "leaders", implement brand enhancement projects, support multi-form, multi-content and multi-level cooperation between brand entities, and achieve multi-subject joint development
.
The third is to take brand promotion as the lead to enhance popularity and influence
.
Increase the publicity and promotion of agricultural brands, do a good job in overseas marketing of characteristic agricultural products, accelerate "going global", and continuously enhance the reputation, international popularity and global influence
of the industry.

The establishment of agricultural brand standards is a strategic measure
to comprehensively improve the development level of agricultural branding in China.
Lu Juan, director of the China Agricultural Brand Research Center, said that at present, agricultural brands, especially regional public brands of agricultural products, as an important starting point for promoting rural revitalization, driving industrial development and increasing farmers' income, have received great attention
from governments at all levels 。 The construction of regional public brands of agricultural products has reached a critical period of breaking through bottlenecks, taking the lead in establishing standards for regional public brand building of agricultural products and building a set of scientific construction guidelines, which is conducive to leading and standardizing brand building, clarifying the direction and path of brand building, and providing strong support
for the comprehensive implementation of the rural revitalization strategy and the acceleration of agricultural and rural modernization.

Li Jinxiang, the national chief veterinarian (official) of the Ministry of Agriculture and Rural Affairs, said that in the new stage and new journey, the significance of agricultural brand building has become more prominent, and it has become an important focus for
comprehensively promoting rural revitalization, consolidating and expanding the achievements of poverty alleviation, and accelerating the modernization of agriculture and rural areas.
The creation of agricultural brands is a systematic project, and it is necessary to continue to exert efforts in the effective connection between brand assistance in poverty alleviation and rural revitalization, continue to exert efforts in the coordinated development of "three products and one standard" of agricultural production, and continue to exert efforts in using digital technology to expand the influence of agricultural brands, so that more large and beautiful, small and special agricultural brands sell well throughout the country and go to the world
.

(Zhu Meiqiao comprehensive arrangement)

China Food News (October 21, 2022, Version 04)

(Editor: Zhu Meiqiao).